WEBVTT 1 00:00:02.580 --> 00:00:06.150 Hello, and welcome to the video lecture 2 00:00:06.150 --> 00:00:09.093 on Sustainability, Mission and Vision. 3 00:00:12.150 --> 00:00:14.310 Here's a brief agenda of what we're gonna do. 4 00:00:14.310 --> 00:00:16.950 We're gonna talk about a model that I like a lot, 5 00:00:16.950 --> 00:00:19.710 the Hedgehog Model of Success. 6 00:00:19.710 --> 00:00:23.400 We're gonna talk about community entrepreneurship, 7 00:00:23.400 --> 00:00:26.310 sustainability, and get you ready to think about 8 00:00:26.310 --> 00:00:29.040 the mission and vision statements 9 00:00:29.040 --> 00:00:33.240 for your business idea or organization idea 10 00:00:33.240 --> 00:00:35.943 and how you can incorporate sustainability into it. 11 00:00:38.670 --> 00:00:40.230 One model I like a lot, 12 00:00:40.230 --> 00:00:43.200 and this isn't specific to sustainability, 13 00:00:43.200 --> 00:00:47.250 is the Hedgehog Model of Success. 14 00:00:47.250 --> 00:00:48.750 You can see a link here. 15 00:00:48.750 --> 00:00:53.750 It was developed by a business scholar named Jim Collins, 16 00:00:54.420 --> 00:00:57.720 who talks about a successful business 17 00:00:57.720 --> 00:00:59.970 will be at the intersection of these three things. 18 00:00:59.970 --> 00:01:01.890 First, passion. 19 00:01:01.890 --> 00:01:03.210 What do you love? 20 00:01:03.210 --> 00:01:05.760 What is true to your values? 21 00:01:05.760 --> 00:01:09.390 What when you do it feels like play instead of work? 22 00:01:09.390 --> 00:01:12.450 Next, what are you good or even great at? 23 00:01:12.450 --> 00:01:15.900 What are you one of the best in the world at? 24 00:01:15.900 --> 00:01:18.930 What's something that you can do extremely well? 25 00:01:18.930 --> 00:01:22.380 And then third, what will drive an economic engine? 26 00:01:22.380 --> 00:01:25.980 How can you put the first two things together 27 00:01:25.980 --> 00:01:29.730 in a way that will create value 28 00:01:29.730 --> 00:01:31.800 so that someone will pay you for it? 29 00:01:31.800 --> 00:01:33.840 And if you can find an idea 30 00:01:33.840 --> 00:01:37.000 that at the intersection of those three things 31 00:01:37.890 --> 00:01:40.803 by this model, that will lead to success. 32 00:01:42.180 --> 00:01:45.600 And since this major 33 00:01:45.600 --> 00:01:48.120 and this department and this class 34 00:01:48.120 --> 00:01:51.153 is much more about just business success, 35 00:01:52.920 --> 00:01:57.340 there's also the part of what the world needs 36 00:01:58.770 --> 00:02:01.890 that I'm hoping that all of you will develop 37 00:02:01.890 --> 00:02:06.000 or work for, or devote your careers 38 00:02:06.000 --> 00:02:11.000 to things that not only drive an economic engine for you 39 00:02:11.010 --> 00:02:13.170 and give you a fulfilling life, 40 00:02:13.170 --> 00:02:15.840 but which makes the world a better place, 41 00:02:15.840 --> 00:02:17.580 which addresses needs, 42 00:02:17.580 --> 00:02:20.490 which helps your community. 43 00:02:20.490 --> 00:02:23.280 And if you find all those things, 44 00:02:23.280 --> 00:02:26.553 it's not only success, but you find purpose. 45 00:02:29.850 --> 00:02:34.560 This is a quick overview of a diagram 46 00:02:34.560 --> 00:02:38.730 about what this class is all about, 47 00:02:38.730 --> 00:02:43.290 that you'll be developing a marketing plan, 48 00:02:43.290 --> 00:02:45.570 which will create value 49 00:02:45.570 --> 00:02:48.303 and also help to fulfill your mission. 50 00:02:53.700 --> 00:02:58.020 I like this idea of what makes a business 51 00:02:58.020 --> 00:03:02.820 or what makes an enterprise a community enterprise. 52 00:03:02.820 --> 00:03:07.590 And our former Chair, Dr. Jane Kolodinsky, 53 00:03:07.590 --> 00:03:10.860 I like this quotation of hers, 54 00:03:10.860 --> 00:03:13.140 that it's one that's woven in 55 00:03:13.140 --> 00:03:16.230 that is making their communities better. 56 00:03:16.230 --> 00:03:19.110 It's not just plopping down 57 00:03:19.110 --> 00:03:21.300 and extracting value 58 00:03:21.300 --> 00:03:25.830 and leaving the place a worse one. 59 00:03:25.830 --> 00:03:29.010 You'll see also, here's a link to a blog post 60 00:03:29.010 --> 00:03:31.170 that I wrote some years ago, 61 00:03:31.170 --> 00:03:33.840 which gives my thoughts on it, 62 00:03:33.840 --> 00:03:36.123 and feel free to read that if you care to. 63 00:03:40.486 --> 00:03:42.690 I imagine that you've seen these, 64 00:03:42.690 --> 00:03:45.330 these are the UN Sustainability Goals 65 00:03:45.330 --> 00:03:48.660 and a lot of the work that we do in this, 66 00:03:48.660 --> 00:03:53.013 the department uses this as a framework. 67 00:03:56.580 --> 00:03:59.280 So, I invite you throughout this class 68 00:03:59.280 --> 00:04:03.540 to think about how can a business contribute to these? 69 00:04:03.540 --> 00:04:06.420 And where is there opportunity? 70 00:04:06.420 --> 00:04:09.420 Where is there a need for a business 71 00:04:09.420 --> 00:04:11.950 or an organization that 72 00:04:13.920 --> 00:04:16.440 you can start, that you can work for, 73 00:04:16.440 --> 00:04:20.400 that gives your life purpose and meaning, 74 00:04:20.400 --> 00:04:25.080 but also creates an opportunity 75 00:04:25.080 --> 00:04:27.090 for you to earn a livelihood 76 00:04:27.090 --> 00:04:30.840 and to contribute to these goals 77 00:04:30.840 --> 00:04:33.933 and work toward a more sustainable world? 78 00:04:36.690 --> 00:04:41.160 So, there's a well-known three-legged stool model, 79 00:04:41.160 --> 00:04:45.180 or it's also known as the triple bottom line 80 00:04:45.180 --> 00:04:48.780 where we wanna think about not only economic, 81 00:04:48.780 --> 00:04:50.400 but also social 82 00:04:50.400 --> 00:04:54.363 and environmental contributions, 83 00:04:55.290 --> 00:04:58.563 sometimes called people, planet, and profit. 84 00:05:00.930 --> 00:05:02.010 So, I want you to think about 85 00:05:02.010 --> 00:05:04.590 what makes something sustainable? 86 00:05:04.590 --> 00:05:09.063 Thinking about these three dimensions of sustainability. 87 00:05:12.540 --> 00:05:14.520 Starting with environmental, 88 00:05:14.520 --> 00:05:18.090 this is very often the one that most people think about, 89 00:05:18.090 --> 00:05:20.490 maybe most work has been done. 90 00:05:20.490 --> 00:05:25.490 In some ways it might be the easiest one 91 00:05:25.620 --> 00:05:27.760 to achieve in certain ways 92 00:05:28.830 --> 00:05:32.130 because it tends to be a little bit more measurable 93 00:05:32.130 --> 00:05:34.050 and straight forward. 94 00:05:34.050 --> 00:05:37.440 But thinking about what can a business do 95 00:05:37.440 --> 00:05:40.740 to be more environmentally sustainable? 96 00:05:40.740 --> 00:05:43.230 And what are important indicators? 97 00:05:43.230 --> 00:05:45.420 What would you look for? 98 00:05:45.420 --> 00:05:46.980 How would you measure it? 99 00:05:46.980 --> 00:05:51.780 What would be high or low, present or absence? 100 00:05:51.780 --> 00:05:53.793 How would you know it when you see it? 101 00:05:56.970 --> 00:05:59.580 Next is social. 102 00:05:59.580 --> 00:06:01.830 This might be the hardest one, 103 00:06:01.830 --> 00:06:06.270 and there's a lot of things that might fit into this bucket 104 00:06:06.270 --> 00:06:08.680 of the welfare of your employees 105 00:06:10.020 --> 00:06:12.880 diversity, service, whether you do 106 00:06:13.950 --> 00:06:18.240 make charitable donations, 107 00:06:18.240 --> 00:06:21.603 but how can you make the society around you better? 108 00:06:23.760 --> 00:06:27.420 One of which that I like to think about a lot 109 00:06:27.420 --> 00:06:32.420 is can the folks who work 110 00:06:32.610 --> 00:06:33.450 in a business, 111 00:06:33.450 --> 00:06:37.230 those who may maybe make the food 112 00:06:37.230 --> 00:06:38.400 in the back of the house 113 00:06:38.400 --> 00:06:41.580 or serve food in the front of the house 114 00:06:41.580 --> 00:06:44.850 in the case of a restaurant, 115 00:06:44.850 --> 00:06:48.150 can they afford to shop there or eat there 116 00:06:48.150 --> 00:06:52.350 or buy that product? 117 00:06:52.350 --> 00:06:56.070 And are both the employees and the managers 118 00:06:56.070 --> 00:07:01.070 and everybody woven into the community? 119 00:07:03.390 --> 00:07:08.370 Last, what is economic sustainability? 120 00:07:08.370 --> 00:07:10.590 Certainly you want to work for 121 00:07:10.590 --> 00:07:14.370 or start an organization that pays you a fair wage 122 00:07:14.370 --> 00:07:17.670 or pays you a fair salary where you have 123 00:07:17.670 --> 00:07:22.540 some sort of economic 124 00:07:24.990 --> 00:07:27.840 prosperity and security. 125 00:07:27.840 --> 00:07:32.460 But beyond that, how can you create wealth 126 00:07:32.460 --> 00:07:37.050 that also helps those around you? 127 00:07:37.050 --> 00:07:40.740 How can you help to create 128 00:07:40.740 --> 00:07:45.717 a shared and enduring prosperity in your community? 129 00:07:49.620 --> 00:07:51.420 Some things that you can think about 130 00:07:51.420 --> 00:07:54.630 is do you pay a fair wage to your employees? 131 00:07:54.630 --> 00:07:58.350 Do you support your other local businesses? 132 00:07:58.350 --> 00:08:00.780 And there may be other things 133 00:08:00.780 --> 00:08:03.333 that I invite you to think about. 134 00:08:06.720 --> 00:08:09.240 Finally, what are trade-offs? 135 00:08:09.240 --> 00:08:12.150 What are ways in which one dimension, 136 00:08:12.150 --> 00:08:14.640 one measure, something that you strive for, 137 00:08:14.640 --> 00:08:18.570 one goal that if you achieve it 138 00:08:18.570 --> 00:08:21.660 might make it harder or detract from success 139 00:08:21.660 --> 00:08:26.553 in one of the other dimensions or goals? 140 00:08:29.610 --> 00:08:31.620 I like to think of this term. 141 00:08:31.620 --> 00:08:35.130 So, you may of NIMBY, 142 00:08:35.130 --> 00:08:38.970 so you might have heard this term, not in my back yard, 143 00:08:38.970 --> 00:08:43.440 where folks might say, "I don't want this. 144 00:08:43.440 --> 00:08:44.880 This is bad." 145 00:08:44.880 --> 00:08:48.840 You know, things that sort of cause like a blight 146 00:08:48.840 --> 00:08:53.430 or pollution or such. 147 00:08:53.430 --> 00:08:56.640 And a lot of times neighborhoods 148 00:08:56.640 --> 00:09:01.053 will sort of rise up and resist these, 149 00:09:02.070 --> 00:09:05.400 but I want you to think of your business as a YIMBY, 150 00:09:05.400 --> 00:09:07.650 a yes in my backyard. 151 00:09:07.650 --> 00:09:12.150 What can you do that if word gets around 152 00:09:12.150 --> 00:09:16.440 that your business is going to locate in a certain place 153 00:09:16.440 --> 00:09:17.730 that folks say, 154 00:09:17.730 --> 00:09:19.770 they don't say, "Not in back yard," 155 00:09:19.770 --> 00:09:21.750 but they say, "Yes, in my back yard. 156 00:09:21.750 --> 00:09:25.077 I invite you, I want you to move here." 157 00:09:28.260 --> 00:09:30.720 Certain ways that you can codify 158 00:09:30.720 --> 00:09:34.770 these sort of sustainability and community goals 159 00:09:34.770 --> 00:09:38.700 is through the mission and the vision of your organization. 160 00:09:38.700 --> 00:09:40.890 So, a mission statement 161 00:09:40.890 --> 00:09:43.710 sort of lays out your objectives. 162 00:09:43.710 --> 00:09:45.540 Why do you exist? 163 00:09:45.540 --> 00:09:47.430 Helps to guide what do you do 164 00:09:47.430 --> 00:09:48.570 and what do you not do? 165 00:09:48.570 --> 00:09:51.780 That there's very many things that may be important, 166 00:09:51.780 --> 00:09:53.400 may be valuable, 167 00:09:53.400 --> 00:09:57.690 but what fits into your organization and what not? 168 00:09:57.690 --> 00:10:00.750 It tends to be clear and it should be clear and succinct, 169 00:10:00.750 --> 00:10:04.227 and it should say, "What do you do and for whom?" 170 00:10:05.670 --> 00:10:08.430 So, here is a mission 171 00:10:08.430 --> 00:10:12.420 of my home department, CDAE. 172 00:10:12.420 --> 00:10:14.820 And you can see here that it says 173 00:10:14.820 --> 00:10:18.213 what do we do and who do we do it for? 174 00:10:22.290 --> 00:10:25.500 A vision statement, in contrast, 175 00:10:25.500 --> 00:10:28.050 lays out what will the world look like? 176 00:10:28.050 --> 00:10:30.300 What do we aspire to? 177 00:10:30.300 --> 00:10:32.013 If we are successful, 178 00:10:32.976 --> 00:10:35.880 what will that look like? 179 00:10:35.880 --> 00:10:37.560 And two of my favorite ones 180 00:10:37.560 --> 00:10:39.810 are these two men that you may know. 181 00:10:39.810 --> 00:10:44.790 Martin Luther King said, "I have a dream," 182 00:10:44.790 --> 00:10:49.790 and John Lennon said, "Imagine." 183 00:10:49.830 --> 00:10:51.510 And while the speech and the song 184 00:10:51.510 --> 00:10:53.460 may not be clear vision statements 185 00:10:53.460 --> 00:10:55.980 that may not have been their intent, 186 00:10:55.980 --> 00:10:58.380 I think they do a good job of laying out 187 00:10:58.380 --> 00:11:02.163 what is the world that we hope for? 188 00:11:05.070 --> 00:11:07.590 So, here's just a graphic on that, 189 00:11:07.590 --> 00:11:09.420 sort of the contrast 190 00:11:09.420 --> 00:11:12.123 between a mission and a vision statement. 191 00:11:13.590 --> 00:11:14.423 Thank you.